Marine Serre’s FW25 collection, ‘Heads or Tails’, comes to life through a new campaign that opens with Act 1: Morning in Paris. Filmed in a Haussmann-style apartment, it reimagines bourgeois rituals through Nouvelle Vague stillness and sculptural tailoring.
“Echoing the cinematic tone of HEADS OR TAILS show, the campaign unfolds in three acts. The first chapter playfully deconstructs bourgeois French codes.” With this caption, Marine Serre introduces the release of ‘ACT 1: Morning in Paris’. A love story where the woman holds the power, navigating a subtle game of seduction and distance. The new campaign builds on the collection first presented during Paris Fashion Week and reframes it as a visual narrative told in three chapters across different cities.
The first act takes place in a Haussmann-style Paris apartment at dawn. Directed by Adrien Lallau and photographed by Julia and Vincent, the scene draws from Nouvelle Vague cinema to compose a charged stillness. Everyday gestures and atmospheric silences become part of a coded choreography where presence matters more than action.
Tailored silhouettes, strong shoulders and structured accessories like the All Over Moon Ballet Flats, Aurora bag and Strike bag articulate the collection’s rhythm. In one key image, the Strike bag splits a table in half, injecting a note of disruption into the polished setting.
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